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EUROPE: "European buy-out market peaks in first half"

EUROPE: "European buy-out market peaks in first half". 4-page article by Deloitte.

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back to index backEUROtalk April,  2007


Europe: Winning the Multi-Channel Challenge - Customers, Channels and Marketing Management

Survey covering five industries in seven European countries showed that adaptation is still far from complete in most industries, and in some industries, still in its infancy.

It was clear that the arrival of the internet as the new medium for interaction with customers would disrupt multi-channel configurations.  It was less clear what form this disruption would take, how long it would last, or what new multi-channel configurations would emerge.  As it turned out, the internet’s impact was less dramatic in the short-term than expected. In recent years, however, the pace of change has accelerated.  In travel, for example, the organization of trips and booking behavior have changed dramatically since 2000, and revenues generated online have been growing strongly.

A recent Booz Allen Hamilton survey covering five industries in seven European countries showed that adaptation is, however, still far from complete in most industries, and in some industries, still in its infancy.  The study showed that up to 40% of customers are not being served effectively, because companies cannot target specific customer needs with their existing channel set-ups. This suggests a substantial portion of marketing and sales budgets is being wasted.

Booz Allen's "Winning the Multi-Channel Challenge" lays out three basic principles common to all successful multi-channel management practices across industries.  The experts assert that customer segmentation within a multi-channel strategy is a vital first step towards improving the way customers are addressed. The ultimate goal is to offer bundles of product, channel, brand and service carefully tailored for specific segments and effectively supported by IT.

Learn more about multi-channel developments in the following industries:

- Automotive
- Banking
- Insurance
- Telecommunications
- Travel

To download 17-page report, please click here.

Source: Booze Allen Hamilton - GAI


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